Welcome to Universal McCanns global research into the impact of social media. This project is an ongoing commitment
by Universal McCann to measure consumer usage, attitudes and interests in adopting social media platforms and is the largest exploration of its kind. It aims to provide the facts behind the
The first study was published in September 2006 (Wave 1) and the second study in June 2007 (Wave 2). This report (Wave 3)
brings together the latest results from Wave 3 as well as tracking the evolving trends since Wave 1. Wave 3 surveyed 17,000 internet users in 29 countries and was completed in March 2008.